These days, the media is defining what cultural capital is, and it's easily learned. If you have money, anything can be bought. We see this in China and Russia with what I call the "Bling Dynasty and New Oligarchy" in Generation Wealth. As people got rich and everybody started buying Louis Vuitton bags, it became clear that to distinguish yourself you had to have more than an expensive bag. People began to want the things that money is not supposed to be able to buy - history, tradition, education, and culture.
Lauren GreenfieldI've often used the extremes in my work to comment on the mainstream. I think that sometimes a subject that I'm working on, like popular culture, is so present all around us that they're hard to see. It's like: How do you see the air you breathe? How do you see how it affects you?
Lauren GreenfieldI've also been documenting an unsustainable way of life. And you see in peoples' stories that this world of consumerism does not support the moral and spiritual values - of family and community - that people feel are most important. From an environmental perspective, the quest for more and more is not going to be possible on this planet. This is a historical documentation of an unsustainable path, and my hope is that this work allows people to think about their own agency and the potential for change.
Lauren GreenfieldI'm constantly trying to deconstruct what I see and to show its beauty and its attraction. I use bright colors and strobes to get that full reflection. I want to acknowledge and reference the attraction of wealth. But I'm also looking for the layer that reveals how wealth doesn't fulfill its promise.
Lauren GreenfieldThe economist Juliet Schor talks about how our reference group has changed over the last twenty-five years. As we spend less time with our neighbors, we're spending more time with people we know from TV and social media, and this becomes our new reference group. The media is full of images of people with wealth, and we're comparing ourselves to them and aspiring to what they have. Instead of keeping up with the Joneses family, we're trying to keep up with the Kardashians, even though it's completely unrealistic.
Lauren GreenfieldThe 1970s were the height of social mobility. College was accessible. My grandfather was a poor immigrant who went to a public school in Ohio, and my father went to Harvard. That wasn't unusual. There was a feeling that anything was possible and you didn't have to be born into money to have a successful life. Now, people don't believe in the idea that anything is possible. We have more inequality than we've had ever before and a greater concentration of wealth in the hands of a few.
Lauren Greenfield